Director, Influencer and Creator Strategy

About Four Seasons:

Four Seasons is powered by our people. We are a collective of individuals who crave to become better, to push ourselves to new heights and to treat each other as we wish to be treated in return. Our team members around the world create amazing experiences for our guests, residents, and partners through a commitment to luxury with genuine heart. We know that the best way to enable our people to deliver these exceptional guest experiences is through a world-class employee experience and company culture.         

At Four Seasons, we believe in recognizing a familiar face, welcoming a new one and treating everyone we meet the way we would want to be treated ourselves. Whether you work with us, stay with us, live with us or discover with us, we believe our purpose is to create impressions that will stay with you for a lifetime. It comes from our belief that life is richer when we truly connect to the people and the world around us.

About the location:

Four Seasons Hotels and Resorts is a global, luxury hotel management company. We manage over 120 hotels and resorts and 50 private residences in 47 countries around the world and growing. Central to Four Seasons employee experience and social impact programming is the company’s commitment to supporting cancer research, and the advancement of diversity, inclusion, equality and belonging at Four Seasons corporate offices and properties worldwide. At Four Seasons, we are powered by people and our culture enables everything we do.

Director, Influencer and Creator Strategy

Four Seasons is powered by our people. We are a collective of individuals who crave to become better, to push ourselves to new heights and to treat each other as we wish to be treated in return. Four Seasons has built a legacy of excellence since 1961, and this role is pivotal in advancing our industry leading creator and influencer strategies.

As the global Director of Influencer and Content Creator Strategy, you will play an integral role within the Four Seasons, PRSM Center of Excellence (COE) which acts as a centralized hub for the development of best in class global, regional and market level organic and earned social. You’ll manage global brand, regional and property driven integrated social efforts and function as a knowledge center to drive value through performance best practices and efficiencies. By combining influencer marketing, content creation, and social best practices, you will elevate the Four Seasons brand and help achieve business outcomes.

This role offers the opportunity to collaborate across commercial, marketing, digital, and other key matrix teams, while developing new capabilities and talent to make Four Seasons a leader across the spectrum of influencer relations and creator efforts.

A key part of this role is cultivating in-house talent, building a high-performance team with specialized skills in influencer relations and creator collaborations. You will mentor your team to innovate and execute strategies that drive growth and maintain our leadership in these capabilities.

You will also play a central role in leading cross-property integrated social programs that drive audience engagement through social-first content strategies. These programs will not only amplify global hotels and resorts but will also support commercial goals, engaging key target audiences through collaborative and innovative campaigns.

A deep familiarity with Instagram and TikTok is essential for this role. You must be well-versed in the nuances of both platforms, including their algorithms, content trends, creator/influencer landscapes, engagement strategies, and the best ways to drive lead acquisition and conversions through affiliate links. Understanding how to effectively leverage these social media channels will be a critical part of developing successful influencer, creator and affiliate campaigns that maximize revenue opportunities.

Key Activities:

Influencer Strategy

• Lead the development and execution of global influencer and content creator strategies to drive commercial outcomes and brand affinity.

Team Building & Talent Development

• Cultivate and grow an in-house, high-performing team of influencer relations professionals, developing new capabilities, mentoring staff, and fostering innovation in influencer and creator relations.

Content Creation & Campaign Development

• Oversee the creation of compelling social-first content that integrates influencers to maximize conversion.

Performance Measurement & Reporting            

• Track and report on campaigns’ success using key performance indicators (KPIs).

Cross-Functional Collaboration

• Work closely with commercial, marketing, digital teams, and other stakeholders to align on cohesive strategies that optimize the guest journey and achieve annual goals.

Innovative Growth

• Stay ahead of consumer and industry trends to keep Four Seasons competitive in an evolving and complex landscape.

What You Bring:

• Bachelor’s degree required; a degree or relevant post-graduate qualification in Digital Marketing, Social Media, or a related field is a plus.
• 8+ years of experience in influencer relations, earned and organic social strategies, creative concepting, and production.
• Leadership & Team Development: Proven experience leading and mentoring high-performing, outcome focused teams. Success in cultivating in-house talent and building a culture of innovation in influencer marketing.
• Influencer & Content Creation Expertise: Extensive knowledge of influencer marketing and creating partnerships that result in conversion.
• Instagram & TikTok Expertise: Deep familiarity with both Instagram and TikTok is required. You must be highly knowledgeable about each platform's algorithms, trends, influencer/creator landscape, and best practices for content creation and engagement.
• Data-Driven: Strong analytical skills to measure and optimize marketing programs using KPIs and performance metrics.
• Digital & Social Media Savvy: In-depth knowledge of social media platforms and marketing tools. Proficiency in analytics and influencer management tools (e.g., Sprout Social, Traackr). Willingness to learn and manage new and existing 3rd party CMS platforms for greater insights gathering and data integration.
• Exceptional Communicator: Ability to effectively communicate strategies and results to senior leadership, external partners, and internal teams.

Key Skills/Who You Are:

• Leadership: Proven ability to lead teams, develop internal talent, and foster a high-performance, results-driven culture.
• Strategic & Analytical Thinking: Ability to balance long-term strategic thinking with short-term tactical execution to drive revenue and affiliate program growth.
• Outcome Focus: A results-oriented mindset focused on driving commercial goals.
• Collaboration: Ability to build relationships and collaborate effectively with cross-functional teams.
• Operational Excellence: Experience in operationalizing complex programs, ensuring smooth execution and compliance, while integrating necessary technologies and systems to optimize results.

Travel:

• Some (20-30%)

 

This role will be a Hybrid working model, which will require 3 days per week in the Four Seasons Corporate Office located at 1165 Leslie Street, Toronto, Ontario #LI-Hybrid

Four Seasons is committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act. If contacted for an employment opportunity, please advise Human Resources if you require accommodation.